WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN
SINGLE (2025)
WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN (SINGLE)
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2m:08s
The Wash Less Project - Whirlpool
Home Appliances
Shortlist
| Title: | The Wash Less Project |
|---|---|
| Brand: | Whirlpool |
| Product/Service: | Home Appliances |
| Client: | Beko Europe |
| Agency: | VML Italy |
| Production Company: | Think Cattleya |
| Editing Company: | Hogarth |
| Sound Company: | Sizzer |
| Creative Director: | Michele Picci - Group Chief Creative Officer |
| Release Date: | 2024-10-07 |
| Duration: | 02:00 |
| Individual Credits: | Marco Rocca - ECD Copywriter |
| Individual Credits: | Alessandro Polia - ECD Art Director |
| Individual Credits: | Alessandra Sabbione - Client Lead |
| Individual Credits: | Ilaria Maggiali - Art Director |
| Individual Credits: | Cassandra Mazza - Copywriter |
| Individual Credits: | Valentina Spaccialbelli - Junior Account |
| Individual Credits: | Monica Botticelli - Strategy Director |
| Individual Credits: | Valentina Lillo - Senior Strategic Planner |
| Individual Credits: | Marta Armando - Producer |
| Individual Credits: | Alessandro Dore - Art Director |
| Individual Credits: | Andrea Galanti - Copywriter |
| Individual Credits: | Matthew Watkins - Copywriter |
| Individual Credits: | Helena Pinillos - Art Director |
| Individual Credits: | Aurelie Quenardel - Account |
| Individual Credits: | Agata Fenaroli - Account |
| Earth Prize: | 98948 |
| Notes for Judging: | The Wash Less Project revolutionizes sustainable design by transforming a common household behavior - the "laundry chair" where 58% of Italians pile worn-but-not-dirty clothes - into an innovative solution and design statement. It's the first-ever chair created by a washing machine brand to empower people to wash less. The chair's innovative structure, inspired by deer antlers, elegantly displays clothes while its self-cleaning Ecoplen® fabric made from recycled PET bottles and TiO2 nanoparticles keep garments fresh longer. The Wash Less Project tackled a universal paradox: while 71% of Italians care about environmental issues, 87% still over-wash their clothes. Ipsos Research revealed a telling insight - 58% of people have a "laundry chair" where they pile worn-but-not-dirty clothes, with 74% hiding this habit from guests. How could a washing machine brand credibly encourage people to wash less while transforming an embarrassing behavior into a sustainable choice? Whirlpool partnered with 2 Italian design icons (Fabio Novembre and Natuzzi) to reimagine the "laundry chair" as design furniture. The resulting piece combines innovative materials with striking design. Results: Environmental Impact: - Europeans average 220 laundry loads annually, consuming 10,120 liters of water and producing 61kg of CO2 per household. - 70.2% of users would reduce laundry by one cycle weekly, creating significant resource savings, with a realistic potential annual savings of 1679.2 liters of water and 10.1 kg of CO2 per household. - Innovative Ecoplen® fabric made from recycled PET bottles with self-cleaning properties. Brand Impact: - 89.68% believe Whirlpool helps them act more sustainably (+14% increase) - 91.25% feel Whirlpool aligns with their environmental values - 91.13% find it admirable that a washing machine brand encourages less washing - 84.4% find the initiative surprisingly innovative for the category - Strengthened Whirlpool's position within EcoPlayer platform Campaign results: - Total reach: 82 million - D/OOH Gross Contact: 12,6 million - Earned Media: 52.5 million - Sentiment 90% Positive [Note: As product just launched October 2024, sales data pending] |
| Additional Credits: | Premium materials and innovative technology (Ecoplen® fabric/TiO2 nanoparticles) Distinctive design by renowned designer Fabio Novembre Natuzzi's heritage in high-end furniture The creative solution merged three elements: - Cultural insight: The universal "laundry chair" phenomenon - Consumer need: Desire for sustainable choices without sacrifice - Brand authority: Whirlpool's expertise in laundry care and established EcoPlayer platform, which empowers consumers to adopt sustainable behaviors through practical solutions EcoPlayer Platform Integration: Part of a Larger Ecosystem: The "Wash Less Project" is integrated into Whirlpool's EcoPlayer Platform, which provides a broader range of sustainable solutions for consumers. This creates a comprehensive approach to promoting eco-friendly practices. Ipsos Research: The project is informed by research conducted by Ipsos, which provides insights into consumer laundry habits and attitudes towards sustainability. This data helps to target the project effectively and measure its impact. The project directly tackles the issue of over-washing, a common habit with significant environmental consequences. It aims to shift consumer behavior towards more mindful laundry care. |
| Ad Net Zero Statement: | The "Wash Less Project" is integrated into Whirlpool's EcoPlayer Platform, which provides a broader range of sustainable solutions for consumers. This creates a comprehensive approach to promoting eco-friendly practices. Ipsos Research: The project is informed by research conducted by Ipsos, which provides insights into consumer laundry habits and attitudes towards sustainability. This data helps to target the project effectively and measure its impact. The project directly tackles the issue of over-washing, a common habit with significant environmental consequences. It aims to shift consumer behavior towards more mindful clothing care. Environmental Impact: Europeans average 220 laundry loads annually, consuming 10,120 liters of water and producing 61kg of CO2 per household. 70.2% of users would reduce laundry by one cycle weekly, creating significant resource savings, with a realistic potential annual savings of 1679.2 liters of water and 10.1 kg of CO2 per household. Innovative Ecoplen® fabric made from recycled PET bottles with self-cleaning properties. Brand Impact: 89.68% believe Whirlpool helps them act more sustainably (+14% increase) 91.25% feel Whirlpool aligns with their environmental values 91.13% find it admirable that a washing machine brand encourages less washing 84.4% find the initiative surprisingly innovative for the category Strengthened Whirlpool's position within EcoPlayer platform Campaign results: Total reach: 82 million D/OOH Gross Contact: 12,6 million Earned Media: 52.5 million Sentiment 90% Positive [Note: As product just launched October 2024, sales data pending] |